Tasked to develop a name, visual identity and digital framework for the new Danish SAAS platform. Loop ‘frames conversations’ and creates relevant content by facilitating deeper dialogues through collaborative processes. Loop works with more than 200 newsrooms across the world, providing journalists with a platform to structure their workflows to engage readers, listeners and viewers in their editorial work.

The brand design was conceived to make the product immediate and engaging. The art direction has evolved from a strategic angle to frame conversations, and this was brought to life by creating editorial characters to help guide the product. Each character plays a different role in helping structure workflows and helps journalists engage readers.